Hospice & Palliative Care of Greensboro Brand Guide January 2012 Version 1.1. Hospice and Palliative Care of Greensboro

Transcription

1 & Palliative Care of Greensboro Brand Guide January 2012 Version 1.1

2 & Palliative Care of Greensboro Brand Guide INTRODUCTION Foreword The HPCG brand will be in constant conversation with its best prospects anywhere and everywhere they interact. By reinventing the conversation through sound strategy focused on deep target insight and expressed through compelling design you can build powerful emotional and transactional connections that motivate consumers to engage. We Get You: Brand imagery can create richer more engaging conversations between targets and HPCG by moving away from the typical canned nurse and patient shots, and one dimensional black and white images to using imagery reflective of the targets: life/ stories/memories. Yet these images should be a recurring tie back to the relationship with HPCG and their keen ability to relate to this journey, provide remarkable care and help those they care for regain moments that matter. We Recognize What Matters To lower psychological purchase price, imagery + copy should focus on story telling to reflect what outcomes can be gained as related to what is at the very core of the target s being: who I am, who I ve become, what I yet hope for, what is in my heart. Rather than service listings and typical hospice copy. We Hold A Leadership Role We should tell the story of a credible leader. Though design should be reflective and engaging it should also support an image of leadership by pushing toward elements of current design and smart copy writing. Design should work to position HPCG as the center point of the voice of the consumer, an advocate for end of life care, a resource and when appropriate a example of best practices. This Brand Guide was created by Anoroc Agency for the implementation of the & Palliative Care of Greensboro brand. Any further inquiries about the design or media produced should contact Deborah Loercher at deborah@anorocagency.com Anoroc Agency, Inc 620 N. West Street Raleigh, North Carolina info@anorocagency.com

3 & Palliative Care of Greensboro Brand Guide INTRODUCTION Contents Basic Elements Brand Colors Typography General Guidance HPCG Logo Introduction Horizontal Version Vertical Version On Color Background Greyscale Black & White Version Minimum Space Usage Guide

4 Section 01 Basic Elements

5 & Palliative Care of Greensboro Brand Guide Basic Elements Color The HPCG Brand consists of 5 main colors which should be accurately displayed at all times no matter the medium used. PMS: Pantone Matching System CMYK: 4 color process RGB: Digital Red, Green, and Blue HPCG Green HPCG Orange HPCG Plum HPCG Blue HPCG Grey to match to match to match to match to match PMS 360 PMS 142 PMS 258 PMS 298 Warm Grey 11 CMYK CMYK CMYK CMYK CMYK C 62 C 0 C 50 C 68 C 23 M 0 M 25 M 77 M 3 M 32 Y 72 Y 76 Y 0 Y 0 Y 31 K 0 K 0 K 0 K 0 K 64 RGB RGB RGB RGB RGB R 102 R 254 R 142 R 9 R 94 G 191 G 195 G 88 G 188 G 81 B 107 B 87 B 164 B 239 B 78

6 & Palliative Care of Greensboro Brand Guide Basic Elements Typography The HPCG brand typeface families are Arno Pro and Avenir For ease, five weights have been selected for use throughout the organization (see below). However, if you have access you can use any of the weights within these families. The one you use will depend on the needs and emphasis of your particular communication material. You can use Arno Pro and Avenir for headings and body text. No other typefaces should be used alongside or independently of the Arno Pro and Avenir families. Avenir 35 Light Arno Regular Avenir 55 Medium Arno Italic Avenir 55 Oblique Arno Semibold Avenir 85 Bold Arno Semibold Italic Avenir 85 Oblique Arno Bold

7 & Palliative Care of Greensboro Brand Guide Basic Elements General Guidance It is important to maintain a strong visual style that is consistent across all mediums to maintain HPCG s new brand standards. Avoid overcrowding pages and not allowing enough room for type to breathe as this makes the overall design more difficult to read and less accessible. Type Size A minimum size of 12 pt. with Avenir and 14pt with Arno is recommended for people with a visual impairment. Type Weight Use a regular or bold weight. The use of light weights should not be less than 30 pt. (as in the case of a headline or graphic.) Type Style Avoid italics and excessive use of capital letters as these letterforms affect the outline shape of words and are therefore more difficult to read. Reversing Out Only reverse type out of a background color if the face is clear, bold enough and large enough to not break up or fill with ink. Justification Arrange type as left aligned ragged right, in occasions such as headlines centered type is acceptable. Layout Keep layout clean and logical. Provide contents lists and plenty of clear headings. Break text into short paragraphs with adequate space between and around them.

8 Section 02 HPCG Logo

9 & Palliative Care of Greensboro Brand Guide HPCG Logo Introduction This logo was derived from the combination of four circles. We created an intertwined ribbon made up of four different areas. The white space in the center of the icon forms a four pointed flower which stands for the special memories or influences in life that guide us, and direct who we are, and what is important to us. The way the ribbon weaves in and out of itself represents the movement and progression of HPCG, and its ability to encompass the different areas of hope, compassion, healthcare, and comfort as well as preserve who the individual is.

10 & Palliative Care of Greensboro Brand Guide HPCG Logo Horizontal Version In the case that the logo is being reproduced and has the horizontal space to allow for adequate reproduction the horizontal alignment should be used. If the logo does not have a clearing of at least 3.75 horizontally the vertical form in page should be used. Large Version Small Version 3.75 clearance

11 & Palliative Care of Greensboro Brand Guide HPCG Logo Vertical Version In most cases the horizontal configuration of the logo will want to be used to maximize space and clearing for the logo. Large Version Small Version

12 & Palliative Care of Greensboro Brand Guide HPCG Logo On a Color The logo can appear on a color or photographic background. It should appear on an approved corporate color or image that will hold the detail. The colored version of the logo MAY NOT be used on a non approved color or photograph. The all white version can be used on both. Color on Color White on Color

13 & Palliative Care of Greensboro Brand Guide HPCG Logo Greyscale When high quality black & white printing is necessary there are two greyscale options available. Examples include: magazine ads, digital work, and high quality publications. The black and white version keeps the gradients but is ONLY for use in higher quality reproduction, for lower quality reproduction see page Large Version Large Version Small Version Small Version

14 & Palliative Care of Greensboro Brand Guide HPCG Logo Black & White When reproduction is of a lower standard the black and white version of the logo is to be used. Examples include: press-ads, inhouse documents output on laser printers, photocopiers etc. The black and white version removes the gradients in favor of lines depicting the depth in the logo for better replication on lower quality reproductions. Large Version Large Version Small Version Small Version

15 & Palliative Care of Greensboro Brand Guide HPCG Logo Minimum Space An exclusion zone (the minimum unobstructed area around the HPCG logo) has been developed to make sure the logo is sufficiently prominent. Do not allow type, rules or any other graphic device into this area. An acceptable color may run through the background..5x Baseline Width.5x.5x.5x.5x.5x

16 & Palliative Care of Greensboro Brand Guide HPCG Logo Usage Guide To ensure brand standards and prominence of the HPCG logo certain usage guidelines have been created to create a consistent experience. The logo is never to be stretched, warped, altered, or obstructed in any medium. The correct form of the logo should be used no matter the medium. Do NOT squish the logo Do NOT chop the logotype off Do NOT make the logo illegible Do NOT stretch the logo Do and NOT Palliative rotate Care of Greensboro the logo Do not run the logo vertically